How To Create A Connection With Your Audience (A Copywriter's Perspective)
Your business has a unique story, and your copy should reflect that. Talk to customers—and understand their pains—to tailor the words you use: achieve far better results!
You don't need to be a copywriter to know that the words you use can make a big difference in how your audience perceives you.
In fact, research has shown that people are more likely to buy from someone they like and trust.
But what makes someone likeable? And how do you go about creating trust?
The answer lies in understanding your customer's needs and wants—and then communicating with them in a way that resonates.
It's all about connecting with the reader. A connection that makes them want to read more, sign up for your list, connect with you on socials, or grab that freebie.
To make this connection, you need to know a few important things about your audience; let's see what they are.
Who Is Your Audience?
Who is your audience? How can you connect with them? These are questions that every copywriter should ask.
Why? Because if you can't answer these questions, how can you write copy that will resonate with your audience?
You might be thinking: "But I'm a business owner. I know my customers."
While it's true that you know your business, it's not always easy to understand what your customers want from you or how they want to be spoken to.
You've built up a relationship with customers over time, but there are probably things about them that you don't know or haven't considered yet.
That's where research comes in.
By conducting research into your target audience and using this information in your copywriting efforts, you'll find more success in reaching out to customers and building relationships with them than ever before!
What Do They Want To Read?
People visit your website for different reasons. Some may be interested in a specific product or service. Others may just be browsing. If you're not sure what type of visitor you have, ask yourself these questions:
What are their goals?
What do they want from your site?
Do they want to learn more about your company and its products or services?
Are they looking for answers to specific questions?
If you don't know the answers to these questions, you're not likely to provide what they're looking for. And if they don't find what they're looking for on your site, they'll leave and look elsewhere — which is exactly what we want to avoid!
What Are They Looking For?
You can't just write words and hope they connect with people. You have to understand what they're looking for, and help them achieve it.
If you're selling a product, what are your customers' pains? If you're offering a service, what's stopping them from achieving their goals? How can you solve their problems?
The best copywriters understand their audience so well that they can write directly to them—and get better results as a result.
What Is Their Problem?
The key step in creating a connection with your audience is identifying their problem. If you can solve it, they will reward you with their business.
I learned this lesson years ago when I was selling home security systems.
People buy things to solve their problems. If you can identify the problem they have, then provide the solution, your copy will connect with them at a deeper level.
How Can You Solve Their Problems?
Once you know what they want, it’s time to start writing copy that helps solve their problems.
The key here is understanding what your potential customers want—and then using that information to tailor the words you use in your copy so they resonate with your target audience on all the right levels.
They don’t care about how great your product is—they care about how it will help them solve their problem. And when they look at your website or read an ad for your product, you need them to see how it will help them solve their problem.
How Do They Want To Be Spoken To?
As a copywriter, I'm interested in one thing — getting my client's message across.
Whether you're writing a blog post or an email campaign, you need to consider your audience. How do they want to be spoken to? How can you make them feel like they're talking directly with you?
If you know who your customers are and what they want, it's easier to craft copy that resonates with them.
"But what if we don't know?" some of you might be asking. Don't worry — I can help you get there!
Let's uncover your customer today with my Smart Market Research. I'll uncover who your target customer is, what they care about and how your brand can help them solve their problems.
Book your Power-Up Call today to get started.
Make sure to have a clear understanding of your audience and speak to them in a way that creates a connection.
There are many things that go into creating a connection with your audience. It's not just about the words you use, but how you present those words, what point of view you have, and how authentic you are.
When it comes to writing for a business or organization, keep in mind that we're not just trying to sell a product or service — we're trying to make a real connection with an audience so we can help them solver their problem.
Your audience is everything.
Know who they are and what they want from you. Know how to speak their language, understand their challenges and needs, and offer them solutions that will make their lives easier (or at least more enjoyable).
Ultimately, it's not just what you say that creates a connection with your audience but how you say it. Any business or organization can speak to their audience. It takes a bit of extra know how to get it just right.